Hulu, with in-house unit GreenHouse and event shop Agenc, is running a "Huluween" drive-in movie experience in Los Angeles from Oct. 22 to 25 that will include a drive along a haunted road, "scare packages," photo experiences and Halloween-themed films. A digital "Screamlands" experience will enable fans unable to attend the in-person event to virtually tour haunted rooms and interact with content.
Research by Comcast's Effectv indicates running an ad on digital and linear TV channels boosts brand awareness, affinity and engagement and columnist Wayne Friedman contends it also increases brand legitimacy. "This study proves the memory effects of digital video are enhanced with the brand-building power of TV," the ad sales study reports.
Pernod Ricard USA created a "Vote First, Drink Second" push for Absolut featuring the brand's first TV spot in three years, which will debut tonight ahead of the first presidential debate. The campaign is also running across social, out-of-home and digital with messaging such as "Drinking Can Wait. Your Vote Can't" and "Your Vote Can Shake or Stir the Election."
ESPN and its parent Walt Disney are ramping up efforts to demonstrate how they can attract "Monday Night Football" viewers as they vie to extend their National Football League contract, which expires in 2021. This week's coverage included an introduction by Marvel designers, featuring Samuel L. Jackson as a narrator and depicting players as superheroes.
The Denver Broncos faced off against the Tampa Bay Buccaneers in front of just 5,000 live fans, but the stands weren't empty. Organizers filled empty seats with cutouts of characters from hit cartoon "South Park."
Iris Worldwide created a campaign for Samsung targeted at those who sell the brand's Galaxy Z Fold2 and Galaxy Note20, which features a fictitious 1980s rock band named Galactic Lazer Stallion and music videos for hits such as "Sign Your Name Forever" and "Unfold Me." The push includes a website for the band, a 25-minute concert video, Instagram posts and a Spotify album, and Iris' Marcus Liwag says, "We wanted to offer our carrier reps a little escape from 2020, back to an era synonymous with being unapologetically self-indulgent."
MullenLowe L.A.'s "Break the Silence" spots for Acura's 2021 TLX sports sedan debuted Monday during NFL and NBA games, and take the style of silent movies from the 1920s, carrying the tagline "Less Talk, More Drive." The campaign includes an augmented reality driving experience on social and dynamic ads targeting Hispanic and general audiences across digital radio and music platforms, and was adapted by Quantasy + Associates to help the brand reach Chinese American audiences.
Walt Disney has sold its True[x] advertising technology business, which prompts traditional and mobile TV viewers to watch a commercial in exchange for an ad-free experience to Gimbal, a mobile and location data-powered advertising firm. True[x] President Pooja Midha says Gimbal plans to integrate its data with True[x] to develop an addressable network of premium connected TV inventory and holistic ad measurement and intelligence suite.
Budweiser, with Anheuser-Busch's in-house shop DraftLine, VaynerMedia and Activate, launched the "Big Sean Tall Boy" -- a 25-ounce special-edition can available exclusively in Michigan that features rapper Big Sean with his Detroit hat and referencing his new "Detroit 2" album. The launch is part of the brand's efforts to engage 25- to 34-year-olds, says Budweiser's Monica Rustgi, adding that in 2021, "We are going to be hypersensitive and insightful as to how Budweiser lives and breathes within a local market and then create a campaign surrounded by that."
A study by DoubleVerify reveals 44% of consumers will purchase from a new brand after they've been exposed to a relevant ad, with older consumers preferring TV ads and younger consumers leaning toward social media ads. Additionally, 69% are more inclined to pay attention to an ad that's relevant to the content they're consuming and 48% say they're more willing to engage with ads that are contextually relevant.
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